Flat? Minimalism? Car companies change their logos and usher in a new "wind vane"

As the saying goes, changing a label is like changing a face.

A good LOGO is one of the most critical components of a brand. Just like car logos, for car companies, they are not only symbols but also propaganda. Therefore, many luxury car companies will not change the logo easily. After all, this small logo represents the inheritance of a company for decades or even centuries. Recently, Jianghu Jun has discovered that more and more car brands have begun to "renovate". What do small changes mean?

BMW

“Driving a BMW” is enough to illustrate the status of BMW in the hearts of Chinese people. The classic "dream of blue sky and white clouds" is the romantic association that many BMW fans have with the blue and white colors on the BMW logo.

Recently, BMW has also changed its logo. In the past more than a century, the BMW logo has undergone 6 revisions. The new car logo still retains the blue and white color scheme and pattern, but the difference is that the previous black "shield" ring disappears and is replaced by a transparent presentation. And the "BMW" font is slightly deformed based on the 1663 version.

It was reported on March 4 that BMW’s first pure electric four-door coupe, the BMW i4, was the first to be equipped with a new logo.

Simplicity is the first reaction of Jianghu Jun when he saw this new logo. The new logo adopts the popular flat design. Highlights and three-dimensionality are removed, and the entire visual experience becomes more two-dimensional.

In addition, the sub-brand logos of BMW M and BMW i have also changed. Both logos are two-dimensional, but the M logo still retains its unique three-color strips.

Could it be that BMW designers are starting to get lazy? Actually not. If you pay attention to the logo design world, you will understand that minimalism = advanced, and flat design is an important part of it.

As Jens Thiemer, Senior Vice President of BMW Customer Brands, said: "BMW is transforming into a new relationship brand. The transparent and hollow new logo design aims to exude more openness and clarity.”

Jianghujun discovered that the most important part of this rebranding was the black ring that was changed for the first time. The black ring in the logo has always existed since the first year of BMW's founding. Since then, the BMW logo has undergone many changes, but the black ring has not been changed. It can be seen that the significance of this change to the black ring must be extraordinary.

In this regard, BMW Senior Vice President Jens Thiemer said: "Removing the black ring shows that BMW will be more open and transparent to young car buyers, and the BMW Logo will transform to digital."

Volkswagen

When it comes to flat design features, Volkswagen’s new logo has a say. At the "2019 Frankfurt Motor Show Volkswagen Group Night" held the night before the opening of the 2019 Frankfurt Motor Show, the ID.3, the first mass-produced model of the Volkswagen MEB electric vehicle platform, was also unveiled and will be launched in the spring of 2020. delivered to users. It also officially released Volkswagen’s new brand LOGO.

When it comes to Volkswagen’s logo, Jianghu Jun really needs to think carefully about it. Volkswagen’s car logo has been changed more than 10 times so far. The new Volkswagen brand logo has actually been planned since 2015, because at that time Volkswagen was also caught in the "Dieselgate" scandal, and Volkswagen also hoped that the new logo could get out of the haze as soon as possible.

When you see Volkswagen’s new logo, you will understand why Jianghu Jun said that Volkswagen has the most say. Volkswagen's new brand logo adopts a 2D design and is flatter. It still retains the classic VW letter rings arranged up and down and other elements, but the overall background color is changed to dark blue, which represents the concept of humanity and environmental protection. The flat concept is also more humane and caring. , more approachable.

Jochen Sengpiehl, chief marketing officer of the Volkswagen brand, said that the current "3D" logo "has become a little heavy and a little stiff, especially in today's digital age."

He added: "The new logo has been reduced to its essential components. It is flat, open, full of contrast and clear perception. The new logo is not only a logo, but an icon."

After looking at Volkswagen’s logo, I have to say that these two German “big guys” have the feeling that heroes have the same vision. They both abandoned the so-called 3D and metallic luster three-dimensionality, and the new logos are all displayed. Minimalism.

Toyota

Since the heroes see the same thing, Toyota in the Eastern Continent naturally also understands this truth.

Last year, Toyota also officially released a new brand LOGO. The classic three-ring "cow head logo" has not changed. The new LOGO is more concise than before. It no longer uses a three-dimensional shape, but a flat style, and incorporates a rectangular red background, which meets the needs of the current era.

Toyota not only changed its logo, but also changed the earlier "Moving? Forward" slogan to the new "Let’s? Go? Places" slogan. It seems that Toyota still wants to "treat the symptoms and root causes."

And Toyota has also replaced a new set of brand LOGOs, including a variety of styles. Normal advertising will use the first LOGO style, with "TOYOTA" in black font and the Toyota logo integrated into the red background; the second style represents Toyota's brand and corporate symbols, with the font changed to red and the red background eliminated; the third style represents the Toyota brand and corporate symbol. This style is Toyota's exclusive LOGO. "TOYOTA" in capital letters is simple and capable, and is a classic symbol of Toyota.

Whether it is the "Null Head Logo" or the "TOYOTA" logo, Toyota has created reliable, durable, and high-quality product features for consumers, and this has become Toyota's reputation over the years. Toyota's updated LOGO design represents Toyota's thinking of transforming into a new era.

But having said that, what Jianghu Jun sees from the new logos of these three major brands is a more minimalist design. Is flat design going to become the new "wind vane"? In fact, not only car brands, but also digital products such as Microsoft and Apple, which we are familiar with, have also started to use minimalist design styles early.

As far as car brands are concerned, Jianghu Jun feels that the design style of such a new logo is inseparable from the current development trend of new energy. This simple design feature is more in line with the trend of electrification development. Many car companies are also carrying out their own "reinvention" in order to cater to the times and refresh their brand image. However, changing the label does not mean that it will be done once and for all. Only by improving product strength, increasing sales, and using good products to impress consumers will the brand's new image be accepted by the public.

Do you like the new logos of major brands?

Note: Some pictures come from the Internet

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.